Public relations officer:Job description

Public relations (PR) is about managing reputation. This career field aims to gain understanding and support for clients as well as to influence opinion and behaviour. PR officers use all forms of media and communication to build, maintain and manage the reputation of their clients. These range from public bodies or services to businesses and voluntary organisations. They communicate key messages, often using third party endorsements, to defined target audiences in order to establish and maintain goodwill and understanding between an organisation and its public. PR officers monitor publicity and conduct research to find out the concerns and expectations of an organisation s stakeholders. They then report and explain the findings to its management.

Typical work activities

! PR officer often works in"house and can be found in both the private and public sectors, from the utility and media sectors to voluntary and not"for"profit organisations. #ome PR officers may be based in consultancies. The role is very varied and will depend on the organisation and sector. Tasks often involve$ planning, developing and implementing PR strategies% liaising with colleagues and key spokespeople% liaising with and answering en&uiries from media, individuals and other organisations, often via telephone and email% researching, writing and distributing press releases to targeted media% collating and analysing media coverage% writing and editing in"house maga'ines, case studies, speeches, articles and annual reports% preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmes% devising and coordinating photo opportunities% organising events including press conferences, exhibitions, open days and press tours% maintaining and updating information on the organisation s website% sourcing and managing speaking and sponsorship opportunities% commissioning market research% fostering community relations through events such as open days and through involvement in community initiatives% managing the PR aspect of a potential crisis situation.

http://www.prospects.ac.uk/public_relations_officer_job_description.htm

(hat !re the )uties of a Public Relation *fficer+ ! public relations officer s main ,ob is to represent a company or individual in a reputable and profitable way. The goal of a public relations officer is to advocate for her client to the general public. This is done through a variety of ways such as through press kits, campaigns and events.

Media Contacts

As a public relations officer one of your duties is to build a relationship with journalists. This is because you will constantly be handling media relations for your client. Established relationships with well-connected people in the media industry make this job easier.

Communication Skills

It is also imperative that a public relations officer can express himself through written material. ne of the many duties of a public relations officer is writing press releases showcasing clients. These press releases or kits are sent to media members to create a bu!! around whatever issue or person the "# person represents. $uch celebrity gossip is started by a public relations specialist who wants to create publicity for a client.

Manage Events and Programs

Another duty of a public relations officer is to arrange events and programs that will bring exposure to a person or organi!ation. This part of the job involves getting your clients% %face% out in the public through a variety of different programs. &or example' a public relations officer who is representing a celebrity may get his client on a reality T( show for exposure or a part in a big film. A public relations officer who is representing an author might have the writer go on a national book signing tour or schedule him for speaking engagements.

Type of Organization

The duties of a public relations officer will depend heavily on the type of organi!ation for which you work. If you work at a large "# firm' a senior manager will usually oversee all aspects of the job while other tasks are split among public relations officers. At a smaller firm' a public relations officer will most likely handle all tasks.

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Public Relations Officer Job Description

In recent years, the demand for public relations officer in both private and public sectors has gone up considerably. It can be a very interesting career option where one can get exposure to press conferences, organi ing events, communication budgeting, reputation management, etc. If you want to find your niche in the dynamic domain of PR, read on to understand the responsibilities and re!uired s"ill sets of this field.

#ccording to the Institute of Public Relations, $%#, &Public Relations is a deliberate, planned and sustained effort to establish and maintain mutual understanding between an organi ation and its public.& # public relations officer 'PRO(, also "nown as )*edia %pecialist,) is the spo"esperson of an organi ation. +is or her role is to convey the policies and interests of the organi ation to the public through various modes of media. ,or an organi ation, )public) refers to the existing customers, potential customers, shareholders, financiers, media, government bodies, employees, etc. -he need for a PRO can be found in almost all sectors, including private companies, advertising agencies, financial organi ations, government agencies, charities, etc. #s a PRO has to be dedicated ./01 to protect the interest of a company, it can be a very demanding 2ob. +owever, it is also a lucrative and interesting means of ma"ing a career. If you are ready to ta"e up the challenge, here are a few points that will help you in understanding the public relations officer)s 2ob better. Reputation *anagement3 -he prime function of a public relations officer is to create, maintain and enhance the reputation of an organi ation. It is the responsibility of the PRO to promote the people, products, services or solutions of the establishment he wor"s for. 4oodwill 5reation3 # seasoned PRO should not only manage and maintain reputation, but should also continuously wor" towards creating and ameliorating the goodwill of the organi ation. -his will help in creating a favorable public image of the organi ation by strengthening its credibility. 5risis *anagement3 One of the most crucial and difficult duties of a public relations person is crisis management. *ostly, the need for such communication arises when the stoc" position of the company is not favorable, mitigation of losses is re!uired, during a ta"eover situation, the organi ation decides to dissolve a 2oint venture, there is a change in the senior management, etc. #t times, there may be a conflict of interest between the public and the company because of some issues related to its policies or product. # PRO should be capable enough to deal with such problems, without causing damage to the reputation of the company. PR %trategies and 5ampaigns3 # PRO should constantly loo" out for opportunities to present the organi ation in a positive light. +e needs to come up with different PR strategies that will lead to easy acceptance and appreciation of any new move by the organi ation. 6hen a company has to launch a new product, announce a new scheme, enter a new *O$ or J7 etc.8 it is the 2ob of the PR official to ma"e arrangements to promote a new corporate move. +e has to plan promotional strategies, "eeping the target audience and desired result in mind. Press 5onference3 6henever an important decision of the organi ation is to be made public, the PRO must arrange a press conference. +e has to invite the press beforehand, ma"e arrangements at the venue, manage catering, audio9visual facilities, stage set9up, ambiance etc. #lso, he has to prepare a press "it for the 2ournalists, which includes a press release, providing details of the announcement. #fter the press conference, he has to

re!uest the press to as" their !uestions. +e should be very careful and clever in answering their !ueries. Preparing *edia Plan3 # PRO must prepare an event9wise media plan, detailing and shortlisting the 2ournalists from publications and electronic media for gaining substantial visibility. Other media platforms li"e advertising, bill boards, social media, etc. are also to be considered. -his is an important decision to be ta"en by the PRO as the !uality and !uantity of publicity mileage can be entirely based on the media plan. 5oordinating Interviews3 *ost of the senior management professionals of an organi ation give interviews to newspapers, maga ines, websites and television channels. -he PRO of the company will have to coordinate the communication between the senior management and the 2ournalists. -o decide and discuss where the interview is to be conducted, the briefing points, the probable list of !uestions, etc. before the interview rest on his shoulders. 5ommunication :udget3 It is important that a separate budget is set aside at the beginning of every financial year for various public relations activities. -he PRO has to prepare a communication plan at the beginning of the year, giving details of the activities along with the budget allotted to them individually. 5ontingency plan for emergency communication should also be done in the budget. 5ordial Relations3 # PRO needs to ta"e special efforts in maintaining cordial relations with the clients, potential clients, media persons, top management of the company, employees, etc. +e should have "nowledge about every single news regarding the organi ation. ;xcellent 5ommunication3 It is necessary for a PR officer to have excellent oral and written communication s"ills. +e must be well versed in corporate 2argon as he has to draft speeches for the senior management, and might have to address the press himself. #part from this, he has to prepare publicity brochures, press releases, newsletters for employees, handouts, company maga ines, etc. ;ffective *ar"eting3 -he PRO should have sound sales and mar"eting s"ills that will help in effective promotion of the products and services. :esides, it also helps if he is a creative person and is able to come up with new and innovative ideas to attract the public. +e may have to plan mass media films and videos to promote or enhance the sales of a particular product. +e may even have to assist in mar"et research. Internal 5ommunications3 +e has to wor" closely with the internal communications team, for devising a ob2ective bound communication for employees located at one or several locations. +e has to play an instrumental role in communicating a single message throughout the organi ation. -his can also impact the employee engagement effectively. *edia 5overage3 +is 2ob not only involves getting media coverage, but also includes following its tone and nature. +e should also evaluate and analy e the coverage to understand the impact of the communication. 5ommunicating with %enior *anagement3 Other duties of the PRO include "eeping the senior management abreast about the moves made by competitors. +e has to be aware about the cutting edge competition and should have up9to9date information on the prevalent mar"et conditions. #nswering <ueries3 *edia people often raise !ueries about the decisions and wor"ing of the organi ation. It is the duty of the PRO to answer them diplomatically without divulging unnecessary details.

5orporate Identity3 ;very organi ation has its own set of corporate brand identity. -he PRO has to chec" whether the logo and branding of the company in advertisements, newsletters, brochures, etc. are in accordance with the company)s interests. -he placement, si e, color and other details pertaining to the corporate identity are to be verified before a public event. -ranslating 5ontent3 %ometimes the content on the website, press releases, press notes, brochures, leaflets, etc. needs to be in different languages for easy readability and comprehension of people in a particular country. It is the duty of the PRO to get the content translated from an agency and verify it before communicating the same. *aintaining #rchives3 #s a part of the responsibilities of a PRO, he has to maintain an event9wise doc"et of all the press coverage in both print and electronic media. #lso, maintenance of proper documentation and archives is expected from him. 5%R #ctivities3 Organi ations across the world are increasingly wa"ing up to the idea of environmental sustainability and corporate social responsibility '5%R(. It is expected from the PRO to give an impetus to such activities and provide them good publicity by utili ing various platforms of communication. #nthropology and Psychology3 #long with "nowledge of the media, sales and mar"eting, it is also important for the PR official to "now something about the anthropology and psychology. -his will help him in understanding and planning different "ind of strategies that would wor" for varied group of people. Other ,unctions3 # PRO has to conduct events, exhibitions, road shows, parties, facility tours, delegation meets, conferences and underta"e sponsorships or allied activities that the firm supports in order to gain public attention. It is his responsibility to get the website and social networ"ing pages of the organi ation updated from time to time. Read more at :u le3 http300www.bu le.com0articles0public9relations9officer92ob9 description.html

<ualities and %"ill %ets of a PRO Professional approach =etwor"ing s"ills Interpersonal s"ills 6ritten and oral communication s"ills #nalytical s"ills ;motional intelligence Innovating and troubleshooting s"ills Organi ation and management s"ills >eadership !ualities 5reativity %torytelling traits 5uriosity ?nowledge of current affairs Result oriented %elf9disciplined -ech9savvy 5ompetitive 5onstructive thin"er

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